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The sudsy truth about Laundry Powder

Source: Roy Morgan Single Source, January 2013 – December 2013, n=18,576 Main Grocery Buyers aged 14+

63% of Australian main grocery buyers bought Laundry Powder in an average six month period last year, with Omo the clear leader across all age groups, new consumer data from Roy Morgan Research shows.  

18% of main grocery buyers aged 35-49 bought Omo in a six-month period, ahead of 12% Cold Power and 10% Radiant.

Surf is the second-most commonly purchased brand among younger main grocery shoppers aged 14 to 34, but its popularity decreases with age.  Behind Omo and Cold Power, Radiant is the third most popular brand among all age groups over 35.

Brands of Laundry Powder purchased by age groups

Source: Roy Morgan Single Source, January 2013 – December 2013, n=18,576 Main Grocery Buyers aged 14+

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“Omo is the most popular laundry powder brand within all age groups, with other brands jostling for second and third (and fourth and fifth) in the highly competitive category.

“Grocery buyers aged under 34 tend to stick to cheaper brands in the market such as Surf, while grocery buyers aged 35+ prefer Cold Power or Radiant.

“Roy Morgan’s ground-breaking new profiling tool, Helix Personas reveals interesting market niches for the competing brands. For example, 30% of the ‘Young and Platinum’ persona bought Omo in an average 6 month period—a rate around 75% higher than the national average. ‘Young and Platinum’ are typically 25-34 year-old well educated, high income earners renting inner city apartments.”

For comments or more information please contact:

Angela Smith, Group Account Director - Consumer Products
Office: +61 (2) 9021 9101

Please click on this link to the Roy Morgan Online Store

Related Research

Click here to view our Laundry Powder Profile, including our Omo Profile, Surf Profile, Cold Power Profile, Radiant Profile, Fab Profile and more, or our range of Media Profiles including internet, social media, television, pay TV, radio and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate



25% or 75%

10% or 90%

5% or 95%